Industrial marketers invest a lot of effort and resources into multichannel campaigns to drive customers and prospects to landing pages. In some ways, landing pages are simple, because they have only one goal: conversion. The overall purpose of a landing page is to entice your prospect to complete a form. But earning conversions can be a challenge when prospects are hesitant to hand over information about themselves in exchange for your offer of a whitepaper, webinar, or other content. Your job is to build enough trust and provide enough value that this exchange of information is a no-brainer for your prospect. Here’s how:
For any industrial company, your website is your most important marketing asset. With engineers conducting the majority of their buying research online before contacting your company, a prospect is sure to visit your website in hopes of discovering information they are looking for.
To support your portfolio of marketing programs, promote a strong brand and compete for customers, make sure your website has these eight features.
While engineers still do the majority of their heavy-lifting work on desktop computers, their mobile usage is increasing, especially for reading emails and articles, and conducting product searches. This trend has real implications for industrial marketers, who must build and maintain a persistent digital presence. According to the “Digital Media Use in the Industrial Sector”... Continue Reading →